Winning the hearts of parents all over

How do you help an emerging nappy player nab the hearts and minds of parents all over the world?

You talk to parents. A LOT of them: shushing their babes to sleep in Sydney, weathering snow storms in Texas, and wearily pushing strollers up and down the streets of Wellington, New Zealand.

And then you get real. Really real. My research showed that parents were sick of the fake baby ads, and the overly perfect presentation of parenting on social media. The reality is, real life is beautiful, hilarious, hard and messy. Seriously messy. And what these parents were in need of was a real, frank friend.

I undertook research, brand strategy, tagline, brand story, tone of voice and the development of a suite of ownable brand language.
The brand strategy centred around a new essence of Real Messy Life, and the admission that real life is not like the baby ads. It’s not all organised domestic bliss. Luckily, Rascals nappies are designed to handle the realities of a wriggling, crawling, sprinting, climbing, exploding, leaking - and generally unpredictable little human.

The result was astronomic. Now stocked in 30 countries, the brand is now number 2 nappy in the UK, the most liked nappy brand on TikTok, and growing in brand value faster than heritage rival Pampers.